Multidimensional analysis of advertising perception from a neuromarketing perspective: A survey and image processing approach

Neuromarketing is derived from the words neuro and marketing and was first used by the advertising company BrightHouse in 2002. In short, it can be defined as the execution of marketing processes by taking into account the brain activity and emotional reactions of the consumer. Its difference from traditional marketing methods is that it offers an approach that takes into account unconscious data. While traditional marketing research is limited to methods based on conscious statements such as surveys and focus groups, neuromarketing aims to overcome these limitations and analyze the unconscious reactions of consumers. Neuromarketing integrates neuroscience techniques into marketing research and reveals the real motivations underlying consumer behavior. One of these techniques, facial coding technology, is used to objectively measure instant emotional reactions, especially in the fields of advertising, product design, and consumer experience. The study was conducted with 120 students studying at Yalova University using facial coding technology, and the emotions that the participants felt towards computer brands and advertisements were analyzed. Data was collected both through a survey and through an algorithm that analyzes the emotions that the participants reflected while watching the advertisements. The data, which were classified to represent seven basic emotions (happiness, sadness, anger, surprise, fear, disgust, neutral), were evaluated in a way that would test the consistency of objective and subjective responses. The consistency between the responses was measured with different questions and question formats directed to the participants. In addition, it was aimed to provide a different perspective with the analyses made on demographic information, computer preferences, departments of education, and ad recall. This study reveals with its findings that facial coding technology alone may not be sufficient and that mixed methods are necessary. In practical terms, it provides data-based insights for brand managers to develop their advertising strategies. While the brand-ad emotional fit detected especially in Apple, Acer and Casper brands emphasizes the importance of consistent brand communication, the lack of this fit in Lenovo, Dell, HP, Asus and Monster brands shows that advertising messages should be aligned with the brand identity. The verification of the reflection effect in all brands reveals the importance of considering the impact of advertisements not only on individual but also on social perception.For future research, it is recommended to conduct similar studies in different product categories, to work with larger and more diverse samples, and to integrate facial coding technology with other neuromarketing tools (EEG, eye tracking). In addition, examining the effects of cultural differences on emotional responses and monitoring long-term brand perception changes will contribute to the development of the field.